Promoter:
E.&J. Gallo and Tesco.com – 75p off wine and free Tesco DVD rental
Objective:
Add value to sales and increase sales at no extra cost
Date:
September – December 2004
Range:
Chinese chilled ready meals
Packaging mechanic:
moreinside™ flap on sleeve
Pack host result:
No measureable increase in sales – no measurement mechanic in place. Revenue of £10,000
Promoter result:
E.&J.Gallo got a 1% voucher redemption. Brand awareness/product awareness of suitability of wine with Chinese meals. Wants to repeat.
Tesco.com got a great call to action rate for DVD rental trial service.
